The Estée Lauder Companies has appointed a new Senior Vice President / General Manager for Aveda – North America. Barbara De Laere will take up the role, effective immediately.

De Leare joins the company from L’Oréal, where her most recent role was General Manager and Executive Vice President, Asia Pacific – Professional Products Division, based in Shanghai.

At Lauder, De Leare is charged with optimizing the Aveda’s growth potential in North America. She will lead the brand’s digital marketing and social media plans as well as strengthening its multi-channel retail strategy, reporting to Thia Breen, Group President, North America.

“Barbara is a strong analytical and strategic thinker with proven ability to lead luxury beauty brands and drive growth. Her deep expertise in skin care, hair care and the luxury salon channel position her well to take on this important role for the company and our North America business,” said Breen.